The MRC’s Ron Pinelli outlined the scope of the Outcomes and Data Quality Standard, recently completed in September 2022. Part of MRC’s mission is setting standards for high quality media and advertising measurement, and Ron walked through the phased approach and iterative process that included the ANA, the 4A’s and other industry authorities.
This presentation discussed cooperation between Coca-Cola and Adelaide. Adelaide created a metric AU—a single metric for brands to ensure their media gets the most attention. They conducted a campaign with Diet Coke to understand how attention metrics could be incorporated into a campaign measurement system to improve efficiency and to understand what could drive success. Coca-Cola has an end-to-end framework for measuring their campaigns. The E2E metrics has key components that measure human impact: head metric—all different measures if an experience was noticed and recalled; heart—resonance and relevance; hand—purchase/shopping; mouth—consumption. AU is part of the “head” component. An earlier trial in Europe took two campaigns—one with Aquarius and one with Coke. Half of media was optimized based on attention and the other on exposure. Clear convincing results showed that there is higher ad recall, recognition and impact based on attention as opposed to viewability.
Mike Fisher of GroupM shared findings from an eye-opening study conducted with iSpot.tv, investigating continuous play scenarios. It revealed a viewability issue with external, third-party, streaming devices such as Roku, Amazon Fire TV and gaming consoles Xbox and PlayStation. Such devices make the verification of ad delivery via TV apps more difficult. While such a device may signal that an ad was delivered, the TV screen itself may be off. Since external devices and the TVs they are attached to do not talk to each other, and so the message is lost. Fisher urged this as an industry-wide issue that multiple parties: manufacturers, publishers, agencies and advertisers, need to come together to fix.
Michael Siewert (Colgate-Palmolive) and Souptik Datta (GroupM) presented how their companies worked together to combine measurement data for building custom solutions around bidding in the programmatic space. Colgate wanted to create their own quality definition for their inventory and be able to benchmark at a scalable cost benefit. Building a framework around their definition of quality and creating their own “qCPM” metric allowed them to understand the details of performance at a baseline and optimize with machine learning across 80+ markets and varying formats.
Jon Watts (CIMM) led a conversation with the CEOs of an organization that is helping to manage the JIC (OpenAP) and one that participates in it (the VAB), the EVP of an organization that does not belong to the JIC but has met with it and the CEO of the MRC. The participants clarified their relationships with each other, discussed Nielsen and expressed their hope for the future of television measurement.
Marc Guldimann – Founder & CEO, Adelaide
Greg Pharo – Sr. Global Director, Holistic Communications & Marketing Effectiveness, The Coca-Cola Company
This presentation discussed cooperation between Coca-Cola and Adelaide. Adelaide created a metric AU—a single metric for brands to ensure their media gets the most attention. They conducted a campaign with Diet Coke to understand how attention metrics could be incorporated into a campaign measurement system to improve efficiency and to understand what could drive success. Coca-Cola has an end-to-end framework for measuring their campaigns. The E2E metrics has key components that measure human impact: head metric—all different measures if an experience was noticed and recalled; heart—resonance and relevance; hand—purchase/shopping; mouth—consumption. AU is part of the “head” component. An earlier trial in Europe took two campaigns—one with Aquarius and one with Coke. Half of media was optimized based on attention and the other on exposure. Clear convincing results showed that there is higher ad recall, recognition and impact based on attention as opposed to viewability. The Diet Coke campaign focused on the following questions: Can attention metrics offer insights into media? What level of attention is needed to increase brand lift? How can we gain real time insights? Can we leverage attention metrics to reduce ad waste? Methodology—3 stages: 1. A/B test: The campaign was split into two groups, AU-optimized and BAU optimized to VCR and CTR. Findings show consistent results when optimizing attention. Half to viewability and half to attention. 2. Max AU analysis: This considers the single highest AU impression for a respondent to control for frequency. It uses actual response data to gauge lift. This suggests the level of attention at which single impressions are impactful. Findings show exposure to media above 35 AU resulted in higher ad recall, purchase intent and favorability among consumers. 3. AU flight control: This considers the relationship between the frequency of exposures and Lucid survey results at different levels of media quality. Suggests the AU above which media is cumulatively impactful. They conducted regression analysis to find the minimum AU to use to drive consistent outcomes. The correlation at given frequency between ad exposures and purchase intent increases above 20 AU. For the Diet Coke campaign, optimal AU increased above 20 AU and is strongest above 29 AU, peaking at 38 AU. There is an opportunity to drive incremental lift: 1. Exposure to high AU media drives brand lift indicating AU is a proxy for Coca-Cola’s KPIs. 2. Identifying the minimum level of AU required for a KPI uncovers significant efficiencies. 3. Attention metrics provide a real-time window into brand performance. Next steps: How to measure AU everywhere; To explore leveraging high AU PMPs to provide targeting opportunities.Key Takeaways
Mike Fisher – Executive Director, Investment Innovation, GroupM
Mike Fisher of GroupM shared findings from an eye-opening study conducted with iSpot.tv, investigating continuous play scenarios. It revealed a viewability issue with external, third-party, streaming devices such as Roku, Amazon Fire TV and gaming consoles Xbox and PlayStation. Such devices make the verification of ad delivery via TV apps more difficult. While such a device may signal that an ad was delivered, the TV screen itself may be off. Since external devices and the TVs they are attached to do not talk to each other, and so the message is lost. Fisher urged this as an industry-wide issue that multiple parties: manufacturers, publishers, agencies and advertisers, need to come together to fix. iSpot curated data from three sources from the first half of 2021 (Jan. 1 – June 30). GroupM supplied trade desk impression logs from programmatic buying, including each IP address an impression was delivered to, the device ID and the unique ad identifier, the time stamp and the app that was used. The second source was iSpot pixel impression logs which included the timestamped feed of OTT impressions and the delivery device UA to validate impressions (TV mapping). These were compared and matched against iSpot’s ACR data (licensed from VIZIO/Inscape) which showed whether the TV was on or off at the time an impression was delivered.Key Takeaways
Souptik Datta, Ph.D. – Sr. Director, Data & Analytics Services, GroupM
Michael Siewert – Programmatic Director, Colgate-Palmolive Co.
Michael Siewert (Colgate-Palmolive) and Souptik Datta (GroupM) presented how their companies worked together to combine measurement data for building custom solutions around bidding in the programmatic space. Colgate wanted to create their own quality definition for their inventory and be able to benchmark at a scalable cost benefit. Building a framework around their definition of quality and creating their own “qCPM” metric allowed them to understand the details of performance at a baseline and optimize with machine learning across 80+ markets and varying formats.Key Takeaways: Mapping their quality journey involved
The ARF hosted its annual flagship conference, AUDIENCExSCIENCE 2023, on April 25-26, 2023. The industry’s biggest names and brightest minds came together to share new insights on the impact of changing consumer behavior on brands, insights into TV consumption, campaign measurement and effectiveness, whether all impressions are equal, join-up solutions across multiple media, the validity, reliability and predictive power of Attention measures, targeting diverse audiences, privacy’s effect on advertising and the impact of advertising in new formats. Keynotes were presented by Tim Hwang, author of Subprime Attention Crisis, Robert L. Santos of the U.S. Census Bureau, Brian Wieser of Madison and Wall, LLC and Andrea Zapata of Warner Bros. Discovery.
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The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.
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